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Friday, June 14, 2013

Price comparison on mobile devices is damaging retail brand loyalty

New research from affiliate marketing company Tradedoubler shows that mobile devices are having a negative effect on high-street consumer loyalty.

The study found that 52% of online shoppers have at least one ‘performance marketing’ application on their mobile. 32% of shoppers had a price comparison app, 23% had a coupon or voucher code app, 22% had a loyalty or reward app, 20% had a daily deal or group buying app and 19% had cashback apps.

55% of people who used their smartphones when high-street shopping admitted they’d gone to a different shop after finding a better price via their mobile handset. In addition, 51% actively search for vouchers via their smartphones and 44% regularly use vouchers sent to their handset.

The popularity of performance marketing on mobile devices is echoed by Tradedoubler’s own sales figures, which show the value of purchases on its mobile performance network increasing 187% year-on-year to the first quarter of 2013.

Dan Cohen, Regional Director for Tradedoubler UK, said “Powerful brands are losing dominance on the high street because they’ve placed too much importance on brand loyalty and not enough on the price, value and variety of channels including mobile apps that shoppers now both expect and demand. Bargain hunting has gone mobile and if brands aren’t prepared with relevant and timely campaigns targeting shoppers who have at least one performance marketing app on their smartphone when they are ready to buy, they’re going to lose out.”

Tradedoubler’s research was conducted by Fox Insights who contacted 2,500 consumers who owned a smartphone and shopped online at least once a month.

[Mobile & shopping on demand report]

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Opinion Articles

‘The Eyes Have It’ at Mobile World Congress

James Rosewell writes:

DoCoMo are one of many network operators and handset manufacturers demonstrating innovative new products as Mobile World Congress. Our eye was caught by the employee demonstrating “Eye Controlled Earphones”. It’s a good job the ladies from the CBOSS stand weren’t walking past at the time.

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'Mobile Money Monday' at Mobile World Congress

James Rosewell writes:

Monday’s Mobile World Congress conference agenda dedicated one of 4 streams to Mobile Money - Transfers, Transactions and Technology allowing all stakeholders to share experiences and debate the future of Mobile and Money.

Two types of service dominated presentations and panel discussions; Near Field Communication (NFC) technology enabling payment at traditional Point of Sale (PoS), and the Mobile Wallet replacing plastic or cash.

Author: The Fonecast
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‘Innovation Corner’ at Mobile World Congress

James Rosewell writes:

Here’s my pick of the 3 most innovative companies I’ve uncovered at the 2010 Mobile World Congress.

Cootek.com win the prize for simplest innovation... an accurate touch screen keyboard. They’re a few months away from being ready to release the software to handset manufacturers, but the demo handsets worked very well. The keyboard assumes the user is not going to press the intended key, but in fact might miss and press another key in the same area. Based on this knowledge and an extensive dictionary of words and language context, it’s able to determine the intended word with surprising accuracy. I sincerely hope their technology will be made available for the Nexus One in the not too distant future.

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Google “Mobile First” from Eric Schmidt’s Key Note at Mobile World Congress

James Rosewell writes:

Google CEO, Eric Schmidt, presented a compelling vision of a mobile centric future. The phone has become the “high value end point” for Google services enabled by a combination of increasing handset power, mobile data networks and cloud computing. By far the scarcest resource is the bandwidth available through the mobile data networks. Google appear committed to work with Mobile Network Operators (MNO) to maximise bandwidth usage, although several audience questions suggested scepticism from the main stream mobile industry. Eric expressed a need to maintain a harmonious relationship with MNOs stating Google could not operate its service on mobile devices without their co-operation.

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The great Windows Mobile 7 conspiracy theory

Mark Bridge writes:

I like a good conspiracy theory. A good one, mind you. None of this “Funny thing happened on the way to Mars” nonsense. Oh no, not me. And, despite occasionally mirroring Jerry Fletcher by balancing a bottle on the door handle, I’ve never been inclined to publish such a theory. Until now.

You see, it’s Mobile World Congress in a fortnight’s time. Which is when the great and the good of the mobile industry – along with their mates and hangers-on – head for Barcelona. Microsoft will be there. They’re holding a press briefing on Monday afternoon. And there’s a lot of talk about Windows Mobile 7 being (unofficially) on the agenda. But where’s the evidence?

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